Study 2: Are there any pain points in the current user flow of searching for, and booking into, specific First Aid courses on the St John NSW website?

Researcher: Lynn Teoh

Goal: Validate or invalidate hypothesis that users currently struggle with course or mode of delivery selection on the current website

Dates: 27 Feb 2023 -  1 Mar 2023 (3 days)

Methodology: Moderated usability testing (n=11)

  • Flows tested: 1) Searching for, and booking into, a First Aid course, 2) Finding the ‘Asthma and Anaphylaxis’ course

I specifically wanted to test both an “easy to find” course (First Aid), and one that may be more likely to challenge users (Asthma and Anaphylaxis) to better observe how users interacted with the site’s IA and what problem solving strategies they employed when stuck.

Key findings:

First Aid course flow

  • All users expressed verbal overwhelm at course listing page

  • Moderately high rate of task failure (abandonment) or task success with error - several users not reading body copy in detail 

  • Some users struggled to identify which mode of delivery was suitable for their needs

  • Users frustrated at manual duplication of personal details in payment section, missed ‘same details as previous’ checkbox (placement issue?)

Asthma and Anaphylaxis flow

  • All users struggled to find this course - typical mode of search was 1) looked in First Aid courses category, 2) looked in Specialised courses category, then 3) attempted site-wide search

  • Users who found the course successfully all verbalised some form of “this is not where I expected Asthma and Anaphylaxis to be”

Metrics:

  • St John NSW website usability (System Usability Score, SUS): 50.5 (n=11)

First Aid flow

  • Success rate:

    • 6/11 task success

    • 2/11 task success with error

    • 3/11 task failure

  • Mean time on task: 3min 11sec (n=11)

  • Customer satisfaction (Customer Effort Score, CES): 3.7 out of 5 (n=6)

Asthma and Anaphylaxis flow

  • Success rate: 

    • 3/6 task success

    • 3/6 task failure

  • Mean time on task: 3min 48sec (n=6)

  • Customer satisfaction (CES): 1.3 out of 5 (n=6)

UXR recommendations made to design team:

  • Consider focusing on design issues relating to task failure, as this results in 1) potential loss of conversion, 2) phone call or email to St John NSW rep, and 3) poor user experience

  • First Aid flow: Task success with error appears to be users selecting fastest, most convenient course - consider design options that make it easier for users to identify appropriate mode of delivery

Next UXR steps:

  • Card sort activity - can the courses be re-categorised to help users find particular courses more easily?